Marketing Plan for Lipton Tea in Australia

MARKETING PRINCIPLES

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Contents
Introduction................................................................................................................................1
Background of the company & product.....................................................................................1
Situation Analysis......................................................................................................................1
SWOT analysis.......................................................................................................................1
PESTLE analysis........................................................................................................................2
Objectives...................................................................................................................................3
Target market.............................................................................................................................3
Consumer behaviour of target market........................................................................................4
Marketing strategy.....................................................................................................................4
Implementation..........................................................................................................................5
Evaluation..................................................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................5

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Introduction
Marketing has become very much essential in the modern day business and it has become
critical for the management to make sure that they have a marketing plan that is better than
their competitors. It is critical to choose marketing strategies appropriately and it should be
on the basis of the environmental analysis (Poret, 2010). Objectives need to be designed and
appropriate target segment needs to be selected. In this the role of marketing mix is highly
critical. This report is going to illustrate the marketing plan for Lipton tea within Australia
covering the aspects like SWOT and PESTLE analysis, objectives of the marketing plan,
target segment, consumer behaviour in the market and the marketing strategy.
Background of the company & product
Lipton is a British brand of tea which is owned by the company Unilever. In order to focus on
tea as a product, Lipton was a supermarket chain in UK was sold to Argyll Foods. This
company’s ready-to-drink beverages are sold by Pepsi Lipton International. Now this
company is jointly owned by PepsiCo and Unilever.
Sir Thomas Lipton in the year 1890 purchased his own tea garden in Ceylon now Sri Lanka
where he packaged and sold his first Lipton tea. This tea gained immediate success in the US
market. Unilever purchased Lipton in separate transactions which started from their purchase
of US and Canadian Lipton business in the year 1938 and the process finished in 1972 when
Unilever bought the remaining global business from Allied suppliers. Lipton teas are a blend
of different plantations across the globe from the firms like India, China, Sri-Lanka and
Kenya. Lipton Yellow Label is a mixture of around 20 different types of teas.
Lipton continues to be market leaders in US with a market share of 26.5%. In UK it is having
a market share of 10% while in India the market share is around 15%. The unique selling
point of the product is that they have blended different types of teas from all across the globe
which gives them a unique taste to sell.
Situation Analysis
SWOT analysis
For understanding the internal environment of the company SWOT can be an excellent tool.